Menswear Retailer Charles Tyrwhitt Appoints BBD Perfect Storm

Menswear retailer Charles Tyrwhitt has appointed BBD Perfect Storm to work on their global brand positioning development. 

Founded in 1986, the retailer is evaluating their brand positioning as they look to their next decade of growth. The company has grown to more than £200m in sales internationally - with the US now its largest market - and now plans to enhance its differentiation in an increasingly competitive and disrupted retail and online marketplace.  

Joe Irons, chief marketing officer of Charles Tyrwhitt said: “We are impressed by how well BBD Perfect Storm understood where our brand has come from but, more importantly, where it needs to go as the art and science of marketing to men rapidly evolves. We are really looking forward to working with them to evolve our brand positioning, narrative and deliver on our purpose to make it easy for men to dress well.”

Jason Foo, CEO of BBD Perfect Storm said: “Charles Tyrwhitt is an incredible business with a phenomenal opportunity.  It’s actually always been a disrupter: from its beginnings challenging the traditional retailers and London’s Jermyn Street, through to the present day and its expansion across North America. There is a love, loyalty and respect for the Charles Tyrwhitt brand. We feel privileged to work with the company as it evolves its communications to men, and brings its unique take on British tailoring.”